Facebook revolves around the ubiquitous “like” — so it’s no surprise that anyone with a Facebook Page wants more of them.
But, thanks to Facebook’s algorithms, your posts aren’t going to reach every person who has liked your Page. That’s because the number of people who have liked your Page isn’t the guaranteed size of your audience — it’s the potential size of it. In order for your posts to be seen by higher numbers of people, you need relevant and valuable content that fans engage with on a daily basis.
Here are eight ways you can get more likes and make your Facebook Page more engaging overall.
Set Realistic Goals. Setting goals will give you something against which you can measure progress. But be sure your goals are realistic — the results will help you decide where you should continue investing time and resources.
Improve Your Page. Increasingly, Facebook is one of the first places people will go to find your business online. Visit your Page with a critical eye. Is it easy for people to find relevant information, like your business hours and contact information? After looking at your Page, what impression does someone have about your brand? Polish your Facebook presence with high-quality profile and cover photos that are on-brand, and be sure that every section under “About” is filled in with the most up-to-date and relevant information.
Increase Visibility. If people can’t find your Page, you won’t have much luck achieving your goals. Be sure to include a link to your Page in your newsletter or email signature and integrate your Page with your website using plugins or tools like these. Finally, if you’re on other social platforms, cross-promote your Page — and tell people why they should visit it.
Create Better Content. The algorithms controlling Facebook’s News Feed are designed to give people more of what they want and less of what they don’t. Avoid posting content that solely pushes people to buy a product or an app, that pushes people to enter promotions or sweepstakes with no context, and that uses the same content as advertisements. To create content that people will engage with, listen to your fans. For example, if the majority of questions on your Page are customer service inquiries, create content that helps people use your product.
Be Responsive. Don’t let posts, comments, or questions go unanswered. And when you do post, be genuine. The only thing worse than ignoring posts is responding to them with plastic, “form letter” responses that give people the impression that you couldn’t be bothered to interact with them.
Plan, Plan, Plan. Facebook Pages require attention and a carefully planned approach. Plan stand-alone campaigns as well as campaigns that align with overall marketing initiatives and your editorial calendar. Proactively planning these campaigns in advance will guarantee that you’ll have a consistent supply of shareable content.
Use Facebook Ads. Facebook’s desktop platform ads have click-through rates that are more than 8 times higher than normal web ads — and ads on the mobile platform have a click-through rate more than 9 times higher. Facebook Ads aren’t expensive to run and allow you to carefully target specific demographics. If a post is performing well, boost it with a paid spend.
Use Analytics. Take a hard look at your Page Insights. It’ll give you a clear idea of who your current fans are, which will help you target your campaigns and paid spends. You’ll also be able to identify the posts with the highest reach and engagement, enabling you to use that information to create more of the content your audience wants.
Facebook can be a valuable part of your organization’s online identity. By following these 8 steps, you can boost likes, drive traffic to your website, and enhance your lead generation efforts. When you’re ready to get started, contact the team at JFG. We’ve put together successful social media campaigns, including paid spends, for several of our clients. We’d love to do the same for you!
J. Fitzgerald Group is a full-service traditional and digital marketing communications firm based in suburban Buffalo, N.Y.